We are All Experts at What We Do Best
I often find that search engine optimization is an educational experience for both parties - the client and the SEO company.
In order to do my job, I need to be educated on what your company does, your industry terms, what your products and services do for people, and (most importantly) what your business goals are. In exchange, I get to educate the client on the murky underpinnings of the internet, keyword marketing research, how visitors use websites, how White Hat SEO is different from, and more desirable than, Black Hat SEO and so on. Often times, we need to re-evaluate industry-specific terms to see if internet searchers are actually looking for these terms. And this is where the conflict can come in.
Say you have been manufacturing French chrome-plated hoozy-whatsits for 50 years. Naturally, your website is focused on this product and uses this key phrase as a primary on site term. However, my keyword marketing research tells me that no one looks for French chrome-plated hoozy-whatsits. They are looking for silver thingamajigs, a similar yet simplified description of your product.
Elated by my discovery, I tell you that we must change a large amount of your website content to use this keyword and completely forget about French chrome-plate hoozy-whatsits: silver thingamajigs are the wave of the future! People want to buy them now! This is a wonderful opportunity for both parties to educate the other about their respective industries.
Obviously, no one wants to change the entire focus of their website in a highly specialized industry that they are an expert in. However, I am an expert at keyword marketing research, and we need to find middle ground. We can create landing pages using silver thingamajigs to direct customers to your French chrome-plated hoozy-whatsits; we can use both terms on your site and, in doing so, we can educate consumers about the superiority of your French chrome-plated hoozy-whatsits over the ordinary and normal silver thingamajig.
The point is that we both need to work together to maximize the efficacy of your campaign in a way that will optimize your site and remain true to your business.